[Channel, Interactive] Video Success Starts with a Strong Video Strategy
    They’re unsure of which channels they should be using to maximize their reach, but also hit the right people with the right message, what types of insights they should be tracking to understand the performance of their videos and what type of content is generating the greatest ROI. And finally, am I going to add interactive elements, calls to action, personalization into my videos?
    [Channel, Interactive] Top Tips For Successful Community Building on Twitter
    Their activities work to inspire identification with their brand and empower social customers to act, which translates into a willingness to purchase and spend. Besides embracing Twitter as a social channel designed for socializing, it’s important to define and map out how you can leverage it as a long-term interaction between a business and a community. Use storytelling tactics to create relatable and interactive content that drives engagement is key to building a community.
  • HUBSPOT  |  TUESDAY, JULY 18, 2017
    [Channel, Interactive] Marketers: This Is Why We Can’t Have Nice Things
    I was talking to a colleague the other day about these changes, and she noted how endlessly marketing channels shift. There is so much competition for attention these days that the moment a blue ocean channel or new marketing strategy opens up, marketers flock to make the most of it. At the root of the problem is the channel-based mentality that causes us to obsess over hacks and mechanics more than a great message and engaging experience.
    [Channel, Interactive] Blueshift CDP Adds Advanced Features
    Users do have to tell source systems what information to send and map inputs to standard entities such as customer name, product ID, or interaction type. Profiles are automatically enhanced with product affinities and scores for purchase intent, engagement, and retention. Campaigns are still a linear sequence of events but now allow different treatments within each event, with different treatments potentially going to different channels.
    [Channel, Interactive] Top 5 Inbound Marketing Trends of 2017
    1) Interactive Content. And while traditional blog content is still dominating, interactive content is picking up steam. Webinars, infographics, interactive apps, polls, calculators, and other rich content bring new life to your website. Marketers agree that interactive content – which allows users to try out or play with something – is more effective than static content in a few ways: 81% say interactive content is more effective in grabbing viewers’ attention.
  • SNAPAPP  |  THURSDAY, JULY 13, 2017
    [Channel, Interactive] How to Quickly Create Attention-Grabbing Social Media Images in 3 Simple Steps
    Finding imagery or stock photos that align with your social media posts doesn’t necessitate thousands of dollars in credits to purchase stock images. I want to create a Twitter post to help promote one of our recent blog posts, 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today. Psst… try out interactive content for FREE – make an existing PDF interactive in just minutes here. . . Social media – it’s not just a B2C marketer thing.
    [Channel, Interactive] The Importance of Market Attribution for Agencies
    Market attribution – or marketing attribution – is determining the media channel driving purchases. Prior to the purchase of a product or service, customers are exposed to numerous marketing touchpoints which cover a wide range of interactions. To Illustrate, these interactions can be seeing an online promotion, visiting your website , calling the number on a roadside sign, and much more. The Different Channels of Market Attribution. and other channels.
  • SNAPAPP  |  FRIDAY, JULY 7, 2017
    [Channel, Interactive] 42 Experts Explain How to Get Better Qualified Leads with Interactive Content
    Interactive content. We reached out 42 VPs, CMOs and Content Strategists and asked the following question: What interactive content types have you used to generate more "qualified" leads (and how)? The goal was to better understand which interactive content types were most effective at qualifying prospects at each stage of the sales funnel, and showcase some of the specific interactive marketing strategies used to drive higher campaign ROI across a range of industries.
  • FATHOM  |  THURSDAY, JULY 6, 2017
    [Channel, Interactive] Leverage Marketing Technology to Improve your Business
    The more information you know about the person you’re interacting with – their interests, their history, their education – the more engaging of a conversation you’ll be able to have with them. The following questions fall into the category of implicit data: How do your customers interact with your brand? What influences them to purchase your products or services? This is especially important if you have multiple tools across all of your channels.
    [Channel, Interactive] How to do lead management that improves conversion
    Lead nurturing relies on one channel like email, using automated workflows or has not been implemented for specific personas. Lead nurturing – Progresses your early stage leads from interest toward purchase intent. Lead nurturing content marketing to help progress early stage leads from interest toward purchase intent. CRM tools to manage inquiries and track sales lead interactions from the first contact to close.
  • DISTRIBION  |  FRIDAY, JUNE 30, 2017
    [Channel, Interactive] Automating Marketing When Your eCommerce Shop Gets Busy
    One of the major benefits to automating your social media is being able to post and interact without getting distracted by being on social media. You send purchase confirmation emails to customers, handle customer support through it, and answer questions about your products for potential leads. For example, if somebody purchased a specific product and joined your email list, email automation would help prevent you from sending them emails marketing the product they just bought.
  • PUREB2B  |  MONDAY, JUNE 26, 2017
    [Channel, Interactive] The True Power of Contextual Marketing
    In marketing, the primary goal is to send the right message to the right people at the right time using the right channel. By focusing on a specific behavior and demographic, you can target your prospects right when they’re about to make a purchase decision. The goal of contextual marketing is to create interactions with consumers by anticipating their needs.
    [Channel, Interactive] Sample Post | Omni-Channel Marketing
    7 Ways to Implement an Effective Omni-Channel Strategy. . . If you’re a multi-channel marketer, you’re used to thinking of your brand as the center of the wheel. Spokes are channels to share your messaging. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. What Exactly Is Omni-Channel Marketing? Loyal customers make referrals and can be worth up to 10x their first purchase. .
  • EMEDIA  |  TUESDAY, JUNE 20, 2017
    [Channel, Interactive] Which B2B Media Platform Matches Your Mission?
    B2B marketers now have a plethora of channels, or media platforms, to choose from when planning their marketing campaigns. What have been effective channels for you in the past? What types of content do you have readily available and what are the best channels to use for their syndication? Assuming your mission is to push leads through the sales funnel, what channels should you be using and when? B2B Channels b2b_media channels
    [Channel, Interactive] Amazon Buys Whole Foods: It's Not About Groceries
    Most of the comments I’ve seen about Amazon ’s acquisition of Whole Foods have described it as Amazon (a) expanding into a new industry (b) continuing to disrupt conventional retail and (c) moving more commerce from offline to online channels. The starting point is that people increasingly interact with the world through their online identities in general and their mobile phones in particular. The networks’ ultimate goal is to handle all their members’ purchases.
    [Channel, Interactive] Pop quiz: What do Amazon Alexa and Whole Foods have in common?
    billion purchase of Whole Foods — insert requisite “Whole Paycheck” joke, such as it was cheaper than buying groceries there for the company cookout — gives Amazon a powerful new touchpoint in their vertical competition pipeline between marketers and consumers. People walk into physical stores, where they see and touch real things and interact with real staff.
    [Channel, Interactive] Amazon Acquires Whole Foods: A Big Win for Unified Commerce
    The acquisition also benefits Amazon by allowing Whole Foods customers to purchase products online through Amazon.com. We recommend reading Aberdeen’s recent study, Personalization in the Era of the Empowered Customer , to learn about the business benefits retailers derive from the effective use of data to personalize consumer conversations across all channels. ]. Finally, while Whole Foods, too, has an e-commerce site, many consumers still visit stores for grocery purchases.
  • PUREB2B  |  TUESDAY, JUNE 13, 2017
    [Channel, Interactive] 5 Types of Marketing Automation for Businesses to Consider
    When we look at marketing technology, we can see that it’s enabled various channels such as print media, radio, and television for marketers to reach their audiences. Fast forward to now, these channels have become common contributors to many, many marketing strategies. Since the early 90’s the internet has evolved into the most flexible marketing channel we’ve ever seen. This allows the business to personalize the interaction each customer interaction.
    [Channel, Interactive] 7 Ways to Implement an Effective Omni-Channel Strategy
    If you’re a multi-channel marketer, you’re used to thinking of your brand as the center of the wheel. Spokes are channels to share your messaging. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase.
  • SNAPAPP  |  FRIDAY, JUNE 2, 2017
    [Channel, Interactive] 101 Ridiculously Effective Ways to Use Interactive Content in Your Marketing Today
    Interactive content has endless possibilities. It can take so many different shapes and sizes, tackle such an assortment of goals, and be used across the whole spectrum of marketing channels, that it can be overwhelming to figure out where to start. . But the results from interactive content are impossible to ignore: 81% of marketers agree that interactive content is more effective than typical, passive content. . Why aren’t we all using interactive content? .
  • ACT-ON  |  WEDNESDAY, MAY 31, 2017
    [Channel, Interactive] The Importance of Personalization in the B2B Buying Journey
    Rather than provide a one-size-fits-all experience that includes generic content and messages across channels — one that risks missing the mark for each individual — you can leverage real-time personalization instead. You may think that personalizing your digital channels, either to segments or to each individual, sounds too difficult. Through the ideal channel. . Imagine you’re a marketer about to begin researching a new martech solution for your organization.
  • SNAPAPP  |  TUESDAY, MAY 30, 2017
    [Channel, Interactive] 8 Interactive Content Statistics to Guide Your Marketing Spend in 2017
    A decade ago, interactive marketing was something we only saw in Hollywood films and video games. . . . In just one interactive content campaign, Zenni Optical generated 29,410 conversions and over $1,000,000 in revenue. This effectiveness across all stages of the buyer journey, coupled with the relative ease of execution has resulted in 53% of content marketers using interactive content to influence the buyer's journey. . . Interactive content.
    [Channel, Interactive] AgilOne’s Customer Data Platform Enhances Oracle Marketing Cloud: Three Integration Highlights
    With AgilOne’s customer data platform powering engagement through Oracle Marketing Cloud, marketers can create more consistent, orchestrated, and authentic relationships across channels. AgilOne feeds a single view of the customer data into OMC that incorporates first party information unified across omni-channel event, engagement, and transactional data sources, and enriched with predictive analytics. This integration gives marketers: Smarter cross-channel targeting.
  • ACT-ON  |  MONDAY, MAY 29, 2017
    [Channel, Interactive] 4 Strategies for Reestablishing Your Website’s Lead-Gen Magnetism
    Tracking where your visitors come from, what pages they visit, and which types of content they interact with is fundamental to delivering the right information at the right time. And here’s one more: Organic search drives the most traffic of all channels, responsible for nearly half (47%) of all visits compared to paid search, which drives only 6% of all visits. How do you get a seat at the table when nobody’s officially invited you to pull up a chair?
    [Channel, Interactive] Coherent Path Auto-Optimizes Promotions for Long Term Value
    In concrete terms, this often means cross-selling into product categories the customer hasn’t yet purchased. It starts with about two years’ of interactions for most clients, so it can see good sample of customers who have already completed a journey to high value status. The system can manage other channels than email.
    [Channel, Interactive] Effective Marketing Strategies for B2B Companies
    In a 2016 DemandGen Report, it was found that 51% of B2B buyers rely on content to research their purchasing decisions. Use the appropriate social media channels. Eighty-one percent of B2B decision makers will go on online communities and blogs to assist in their purchasing decision process. On these forums, answer questions, start discussions, post links to your content, and interact with other people in your niche.
    [Channel, Interactive] SiriusDecisions Demand Unit Waterfall: Why B2B Marketers Should Take Note
    It also identifies what channels to reach those audiences/units on, as well as how to engage with those people in a personalized way. Prioritized Demand: The level of engagement from the demand unit has reached a threshold that justifies additional interactions from tele or sales resources. What comes to mind when you think of waterfalls? Tropical rainforests? Niagara Falls? White water rafting? Well, not anymore!
    [Channel, Interactive] 5 Steps to Lead Nurturing Success
    Marketing today is a fast-moving, highly competitive landscape where a proliferation of content from multiple brands competes for customer attention on a plethora of channels, platforms and technologies! Brand loyalty is ever more elusive as customers are faced with seemingly endless choice, and interactions with companies are often brief and low-commitment. Their interactions and behaviours should influence and shape the flow of communications delivered.
    [Channel, Interactive] SEO and Customer Base Marketing: Deepen Relationships for More Repeat Sales
    They may also be considering additional purchases. Adopting keyword and user intent research techniques as part of your customer marketing strategy allows you to reach and delight new customers during the earliest phases of their journey, increasing the likelihood that they’ll remain customers, purchase additional products, and advocate for your brand. In the enablement phase, new customers are learning how to implement purchased products and use them to their full potential.
  • INFER  |  TUESDAY, MAY 16, 2017
    [Channel, Interactive] Oh How the Tables Have Turned: What B2C Marketers Can Learn From B2B
    Today, many B2C businesses are finding that at a certain threshold, the price points and buying cycles of a considered consumer purchase are beginning to look almost like a B2B deal. While they ingest plenty of basic demographic signals from search patterns and lifestyle purchase history, much of that information is anonymous. As opposed to the point-and-click purchases of the consumer world, in the B2B model, buying processes tend to be more intricate and involve multiple people.
    [Channel, Interactive] 3 Innovations that Deliver Connected Cross-Channel Experiences with Oracle Eloqua
    In today’s world, buyers interact with brands across different devices and platforms, and marketing leaders have come to realize that to differentiate themselves within the market, they need to adopt a true cross-channel strategy to connect with buyers regardless of the device or platform they use. For those marketers who have experience marketing to Chinese buyers, you already understand that email - as a channel- is close to non-existent within the region.
  • CONTENTLY  |  MONDAY, MAY 15, 2017
    [Channel, Interactive] Why Content Strategists Take Social Shares Seriously (And You Should Too)
    Thanks to heat maps , behavioral targeting, and advanced monitoring, these measurements promise greater visibility into who your audience is and how readers interact with your content. According to Google, 90 percent of B2B researchers use search to assist them in making purchasing decisions, which is an incredible stat that marketers shouldn’t take lightly. High-quality content that puts the audience first succeeds across channels and mediums.
  • HUBSPOT  |  MONDAY, MAY 15, 2017
    [Channel, Interactive] Account-Based Marketing vs. Inbound Marketing: 4 Common Questions Answered
    The second area the two practices diverge is in the channels and tactics they prioritize. Account-based marketing relies on outbound channels like email and targeted advertising. Similar to inbound marketing, you can also use buyer personas to understand the day-to-day lives and challenges of your target buyers, and then determine content and channels to approach them. ABM helps establish a relationship with each potential buyer and engages them in the purchase decision.
    [Channel, Interactive] Will Privacy Regulations Favor Internet Giants?
    Activation” means taking the next step of making the data available to use during customer interactions, ideally in real time and across all channels. This is creating a unified customer experience by coordinating contacts across all channels. It’s not a new goal but is standing out more clearly from approaches that manage just one channel.
  • ACT-ON  |  WEDNESDAY, MAY 10, 2017
    [Channel, Interactive] Six Key Components of a High Performance Marketing Plan
    With so many choices and access to endless amounts of information empowering them to make their own decisions, buyers are now in complete control of the purchasing process. We must learn how to get in front of buyers, get involved in that purchase journey much earlier – simply put, we need to adapt. Figuring out what technical systems you need to support your marketing activities and customer interactions is essential to any successful program.
  • ACT-ON  |  TUESDAY, MAY 9, 2017
    [Channel, Interactive] How to Drive Sales Effectiveness with Automation
    Those tools are designed for a variety of purposes, but generally center around reporting and tracking customer interactions. When choosing a CRM platform, purchasers need to be looking at the type of sales process they’re engaged in. The hand-off includes behavior information on the lead, so that salespeople can see where the prospect is in the buying process, what materials they’ve already interacted with, and what they’re most interested in.
    [Channel, Interactive] Cross-Channel Marketing and How to Not Lose Sight of the Customer
    The best cross-channel marketers have data in their DNA. It was a time when interactions were in person – for example, someone working in a corner store could truly know each customer because they literally knew each customer. More channels offer more opportunities for interaction, but they also offer more opportunities to fail at delivering a good customer experience. Cross Channel Marketing
    [Channel, Interactive] Is there a place for chatbots in B2B?
    Analysts at CCS Insights went as far as predicting that bots will overtake apps in usage and traffic volumes by 2021 – essentially changing the way we interact online. Taking this one step further, Shell has been piloting IPSoft’s Cognitive Human Agent , Amelia, to handle calls, emails and enquiries at the top of the purchase funnel. Connecting channels.
  • HUBSPOT  |  WEDNESDAY, MAY 3, 2017
    [Channel, Interactive] 5 Examples of Creative Shoppable Content from Brands
    However, the abundance of branded content has made it increasingly difficult to encourage actual purchasing -- making the pathway to conversion more crucial than ever. Shoppable content is a form of visual commerce in which marketers use compelling imagery (often formulated in a storytelling format) with actionable purchase points or product recommendations, streamlining the conversion path from browsing to purchase. Closing the Gap Between Engagement and Purchase.
  • ENGAGIO  |  TUESDAY, MAY 2, 2017
    [Channel, Interactive] How To Leverage Your ABM Strategy to Host Revenue-Driven Events
    As marketing and sales teams shift to strategies that involve more personalized, direct interactions with consumers, many are turning to Account-Based Marketing (ABM). ABM is great, but many marketers are wondering which channels they should leverage as they shift to an account-based strategy. With the rise of digital marketing channels, consumers have become inundated with emails, eBooks, and social ads.
  • EXO B2B  |  TUESDAY, MAY 2, 2017
    [Channel, Interactive] Emails: still vital for your marketing strategy!
    According to Hubspot, 59% of B2B marketers cite e-mail as the most effective channel for generating revenue. To do this, consider segmenting your contacts according to their interests and their needs, but also their place in the purchase cycle and even in the life cycle of your products. Any given email must therefore direct the reader to your site, ideally towards a landing page that will allow your target to interact with your business.
    [Channel, Interactive] 4 Ways to Bridge the Gap Between Online and Offline Marketing
    Author: Vyoma Kapur With the growing number of connected devices today, consumers interact with brands in several ways. The implication for marketers is that they need to think holistically about the customer experience, using and integrating relevant channels and touchpoints. Here are 4 ways you can start closing the gap between offline and online channels for your organization: 1. Integrate Technologies to Track Cross-Channel Influence.
  • BIZIBLE  |  FRIDAY, APRIL 28, 2017
    [Channel, Interactive] 7 B2B Marketing Principles For CMOs and Directors
    This is a major challenge for showing marketing’s influence on the entire lifecycle, or justifying an investment in a new channel. There should always be a clear story for marketing's influence on revenue when justifying a shift in spending or a new channel investment. original lead source attribution) and cross-channel interaction. Marketing can also educate sales on the channels prospects prefer to engage with.
    [Channel, Interactive] Top 5 Demand Generation Strategies
    According to CampaignMonitor.com, email is the channel that generates the highest ROI for marketers; for every $1 spent, email marketing returns $38. Due to its interactive nature, however, it comes with a need for more careful implementation to ensure best results while maintaining the corporate image. Before you choose a social media channel, make sure your customers are actively using the site and find ways to target them specifically.
    [Channel, Interactive] Ask a Content Strategist: How Do You Measure the ROI of Video Marketing?
    I spend more time perusing the YouTube channels of Fortune 1000 brands than anyone ever should, and a lot of them are graveyards of 20-minute talking head interviews with fewer than 200 views. You’re not going to track video’s impact on purchase behavior if your content analytics aren’t properly integrated with Salesforce. One recent example I love is this interactive video designed to drive 401k contributions for BlackRock.
    [Channel, Interactive] The 10 Best Customer Service and Customer Engagement Platforms
    Multi-channel help desk software with ticketing, case management, self-service support, and reporting. Multi-channel customer support software incorporating IT help desk with ticketing, CRM, live chat, in-app chat and support for mobile apps, a self-service portal, and performance reporting. The emergence and spread of the Industrial Internet of Things (IIoT) has dramatically changed the game for both B2B vendors and customers.
    [Channel, Interactive] Employee Advocacy- Are You Leveraging Your Employees’ Influence?
    Despite being in a generation where we’re obsessed with doing anything and everything online, we do still occasionally favour some human interaction where possible- whether this is directly in-store, or through online portals or email, or just by employees being visible, helping us to perceive the brand as being more human. Have you ever made a recommendation to a family member or friend which has led to a purchase?
  • ACT-ON  |  THURSDAY, APRIL 20, 2017
    [Channel, Interactive] 5 Tips for Building a High-Performance Marketing Plan
    So map out their buying stages and figure out how you can interact with them at each point. Explore ways you can help your vision come to fruition, such as by purchasing a marketing automation program to create nurture campaigns or hiring a vendor to work on your website. Because every single time a prospect interacts with you, it means something.”. This can be a new tactic, a new channel, a new type of content (podcasts or videos, anyone?),
    [Channel, Interactive] 8 Questions to Help You Decide if Your Content is Good Enough
    Is it aligned with where your audience is in the purchase process? In contrast, lead nurturing content – content designed to nudge a prospect along the sales cycle – is often tailored to answer questions for those further along in the purchase process. Also, certain lead generation channels – notably native advertising like LinkedIn Sponsored Updates – need to be refreshed more quickly. The best demand generation campaigns start with content that your prospects want.
    [Channel, Interactive] Why C-Levels Need To Think Differently About Social Media Strategy
    Clearly, customers are online, and they’re looking to interact with brands right where they are. 51% of customers say they’d only reach out for support one time before giving up on a purchase. When its clients flocked to Facebook to ask questions about the product and interact with the brand, they created a Facebook group to provide answers. Social Is Of Course Just One Channel of Many.
  • SNAPAPP  |  TUESDAY, APRIL 18, 2017
    [Channel, Interactive] A Simple Guide to Creating Interactive Ebooks (With Examples and How-To's)
    Enter interactive ebooks. . These assets capture and retain reader attention much longer than their static counterparts: While interactive ebooks can provide a competitive advantage for content marketers, many teams make the mistake of developing them with the same approach and mindset as a traditional static PDF. This results in a boring end-product that fails to leverage the storytelling capabilities an interactive ebook can provide. Interactive ebook examples.
  • KAPOST  |  MONDAY, APRIL 17, 2017
    [Channel, Interactive] Why B2B Marketing Still Needs Social Media
    However, some investments don’t show proof of value immediately because they rely on unpredictable choices of a person in the purchase position. Social analytics and metrics are good predictors of purchase behavior and offer a general “read of the room” when it comes to gauging interest and engagement level of a target audience. And let’s face it, trust is the true fuel behind purchase decisions.
    [Channel, Interactive] THE HACKIES: Creating SCALE: Shared Content and Link Evaluation
    We know our efforts pay multiple dividends across channels but lack a single tool that puts everything together in one holistic view. The consequence of these organizational and data silos is disconnected data, data which cannot be used to create strategic insights or address cross-channel marketing problems. This tool identifies how customers of companies of various side and industries use digital channels to become aware of them, learn more about them, and engage with them.
    [Channel, Interactive] Monetate Adds Machine-Learning Based Real Time Ecommerce Personalization
    Customer browsing and purchase behavior are matched against this catalog. Monetate’s intelligent personalization is currently limited selecting content for Web interactions. It will add support for other channels next year. It was previously based on page views but is now based on unique visitors and number of channels. Monetate is one of the oldest and largest Web testing and personalization vendors, founded in 2008 and now serving more than 350 brands.
    [Channel, Interactive] How You Can Benefit from Online Lead Generation Services
    Staying up-to-date on online lead generation channels and techniques is a full-time job. Regular reviews of lead quality are part of the external agency’s interaction with the business to ensure that quality remains at desired levels. Qualified leads require less time in the funnel before purchase, and they are more likely to be repeat customers.
    [Channel, Interactive] How to Use Email Marketing as the Centerpiece of Your Digital Retail Innovation
    A tactic that’s almost as old as the internet itself, email remains highly influential on shoppers and is a must-use channel for any retail brand. This isn’t the fault of email as a marketing channel. While the campaign channel has remained viable over decades, the best practices for that success have changed significantly. Personalized subject lines can refer to both the recipient and, ideally, an area of interest or a recent purchase.
    [Channel, Interactive] THE HACKIES: Driving digital transformation strategy in a rapidly evolving technology environment
    Here’s what we’ve learned: Digital transformation is seen as the key to delivering both a unified customer experience and a quality of service and interaction that will differentiate the company in their competitive landscape. It is the product team that generally drives and tests the product and purchasing experience that represent the biggest pieces of the CX puzzle. This article is a guest post by Anita Brearton of CabinetM.
  • EMEDIA  |  WEDNESDAY, APRIL 12, 2017
    [Channel, Interactive] What Does Omni-Channel Mean?
    Omni-Channel is All About Customer Experience. But B2B sellers have made slow progress mapping digital touch points to every stage of their prospect’s purchasing journey, let alone across channels. Many struggle to create omni-channel experiences that are engaging and seamless. B2B buyers demand digital — but not to the exclusion of other channels, which are also essential. What Is Omni-Channel? The post What Does Omni-Channel Mean?
  • PUREB2B  |  TUESDAY, APRIL 11, 2017
    [Channel, Interactive] Are You Managing Your Leads Effectively?
    Not all leads acquired are ready to purchase , meaning that these leads need to be nurtured to push them further down the sales funnel. Some prospects need more time and information before purchasing, which leads to delayed conversion and a longer sales cycle. Businesses can also track a customer’s complete history of interactions and engagement. Use a Multi-Channel Approach. This will help you channel your efforts to prospects who are ready to buy.
    [Channel, Interactive] Five Ways Marketing Agencies Can Benefit from Live Chat
    A live chat program offers a myriad of benefits to businesses – from real-time interaction to improved customer relations and better overall customer service. Thirty-eight (38)-percent said they had made their purchase based on the chat session itself. In addition to email, phone, video customer support channels and self-service, live chat is a powerful tool for online customer support that executes increased conversions, happier customers, and a reduction in service costs.
    [Channel, Interactive] Why Personalized Videos Are Dominating Content Marketing [Interview]
    As anyone moves closer to their purchase decision, though – whether that’s in a B2B or B2C setting – they’ll be more open to spending more time engaging with a brand. In your opinion, what is the best channel for B2B marketers to distribute their videos (e.g., There are so many different channels for video distribution and a good video strategy will take advantage of multiple platforms.
    [Channel, Interactive] THE HACKIES: Hacking a technology stack for local presence management
    The omni-channel experience, calls for layers of technology, demonstrated by the following examples: SEO. Each pair of shoes is being sold by a different retailer, neither of which has he ever purchased before. Suddenly, a mobile offer pops up, offering him a 18% discount if he makes his purchase in the next 10 minutes. This article is a guest post by Mila Hose and Mireya Prado (with graphics from Margaret To ) of Brandify.
  • ENGAGIO  |  MONDAY, APRIL 10, 2017
    [Channel, Interactive] The 5 Levels of Account Orchestration
    Successful organizations today are led by marketers who think about ways to orchestrate the right people in their business to interact with the right people at target accounts in a way that drives engagement. Level 3: Channels. Send a series of touches across channels to one person. At this level, one person from your company uses a variety of channels to reach one person. Send a series of touches across channels from multiple people and teams.
    [Channel, Interactive] 14 Tips for a Hot Video Marketing Strategy
    64% of people say they’re more likely to make a purchase after seeing a video about the product. You will probably distribute your videos through a variety of channels, such as Facebook, YouTube, email, your website and more. Use interactive video. Interactive video is relatively new, but it’s the future of video marketing. The benefits of interactive video are immediately obvious: Significantly increase engagement.
    [Channel, Interactive] How Pardot Customers Use SnapApp to Drive Better Marketing Results
    All the commotion you’re hearing about interactive marketing is real. With a marketing automation platform already in place, interactive content can significantly boost many layers of your techstack. Don’t take it from us, hear from fellow Pardot customers who are optimizing their Pardot with interactive content. . “ Because of interactive content, we are able to have a better conversation with our customers right from the beginning, and accelerate our sales cycle. ”.
    [Channel, Interactive] 10 Ways CMOs Can Help Grow Their Companies
    Add channels where it makes sense. If you are an offline business, consider including and marketing an online channel to reach more prospects. Don’t forget that mobile has become one of the largest channels so have a mobile marketing strategy to interact with customers here. This involves doing more for them that increases those “feel good” intangibles that come from interacting with a store, retailer, or service provider.
  • SNAPAPP  |  MONDAY, APRIL 3, 2017
    [Channel, Interactive] The Ultimate Guide to Interactive Marketing
    Enter interactive marketing. . . What is Interactive Marketing? The Harvard Business Review defined it as: "The term interactive, as we interpret it, points to two features of communication: the ability to address an individual and the ability to gather and remember the response of that individual. That's why interactive marketing is more effective at educating buyers: ( Source ). Why is Interactive Marketing So Effective? 9 Examples of Interactive Marketing.
  • SNAPAPP  |  THURSDAY, MARCH 23, 2017
    [Channel, Interactive] What Is Lead Scoring? How to Create a Beginner to Advanced Model
    Start by thinking about your different marketing channels and go from there. . Is the behavior showing the lead as not interested , aware , engaged , or considering purchase. For example, with a medium like interactive content where you can collect much more information than just behavioral actions, that data may not neatly correlate to something in your MAP or SFDC. Lead scoring is a B2B marketer’s best friend.
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [Channel, Interactive] How to Nurture Leads with Email Marketing
    Luckily for businesses, this interconnectedness allows them to deliver content in different ways: social media, blogging, video, audio, and a host of other interactive platforms. Be ready to give it to them at the right time and via the right channel. This means grouping your leads by their browsing activity, demographic information, and purchase history. Whatever the case, let the prospect choose the channel that suits them best.
    [Channel, Interactive] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    What used to generally be a straightforward problem-solution-benefit sale has evolved into a complex, multi-phase, multi-channel engagement. Easy: The Holy Grail of funnel marketing — steering prospects effortlessly through the awareness, consideration, and purchase phases — is misguided because the buying process is hardly linear. 3rd Party – customer data sourced and purchased from data vendors. This article is a guest post by Raviv Turner of CaliberMind.
    [Channel, Interactive] 6 Mobile Marketing Secrets You’ll Learn in 6 Minutes
    While the principles remain the same, mobile marketing automation connects directly to mobile-only messaging channels like push notifications and in-app messages, giving marketers a holistic view of their campaigns. By integrating mobile marketing automation into your marketing platform, you can run multi-channel campaigns and transfer web-originated user behavior data to mobile and vice-versa. . Purchase? Secret #5: Coordinate Multi-Channel Campaigns.
  • ACT-ON  |  MONDAY, MARCH 20, 2017
    [Channel, Interactive] Are You Ready for Marketing Automation?
    support cross-channel marketing communications, enabling consistent messaging across websites, email campaigns, social media, and other channels. It’s not wise to blindly take the plunge and jump in to a major technology purchase based on its abstract promise and allure. Having a well-crafted strategic plan and the necessary financial and manpower resources in place will be crucial to the success of your marketing automation investment, should you decide to purchase.
  • PUREB2B  |  MONDAY, MARCH 20, 2017
    [Channel, Interactive] 7 Benefits of Closed-Loop Reporting
    Marketing automation or analytics software provides one piece of the puzzle with data about how many leads you get from a specific channel, how you got those leads, and how you’ve engaged with them. It’s a good start to know that a particular channel or strategy is generating leads, but it’s even better to know why it’s working. Focus on Your Best Channels and Prospects. You don’t have to waste time, money, and effort on channels and strategies that don’t work.
  • SNAPAPP  |  THURSDAY, MARCH 16, 2017
    [Channel, Interactive] What is a Marketing Technology Stack? Definitions, Stats and Examples.
    that marketers use to efficiently and effectively execute marketing activities, across a numbers of channels. The sheer breadth of channels, and number of marketing technology vendors is mind-boggling. . 70% of marketers say that interactive content is effective at converting site visitors. Before diving in and purchasing components of a stack, think about which tools will help you accomplish your goals, and then build your stack with resources that can help you reach them.
    [Channel, Interactive] 5 Key Takeaways from World B2B Marketing Chief Congress 2017
    All of these people would play a significant role in the purchasing journey of a B2B company. Map the right content assets and define the most appropriate channels to maximize the influence and impact of your content, such as website, WeChat, third party platforms, paid media, campus BBS, KOL, PR efforts, and more. Check out this slide for more potential channels: Takeaway #3: Be Human – Stop Selling and Start Helping.
    [Channel, Interactive] 3 Criteria for Selecting an Enterprise-Ready Marketing Platform [Whitepaper]
    Given the fast pace of channel proliferation and changing digital strategy priorities, it’s critical to build a marketing technology stack with scalable functionality and integrations to improve your productivity. For example, solutions with a reputation for releases that are frequently reduced in scope or repeatedly delayed, or product roadmaps that seem vague, may not be the best choice for a future-proof enterprise technology purchase.
    [Channel, Interactive] Is your brand making maximizing interest from potential customers?
    No matter what channel you use to gain exposure for your company, building an email list is vital to showing value and moving prospect through your sales funnel. Make it about helping the consumer–not immediately trying to get him or her to purchase something. Beyond positioning yourself as a thought leader across your different digital channels, you should be driving people to opt-in to your email list to get content they can’t find elsewhere.
    [Channel, Interactive] Understanding Generational Social Media Preferences
    7 in 10 Gen Xers will likely purchase something from a brand they follow. of Millennials follow a brand before purchasing a product. If not, time to test the next channel. Biggest takeaway: Nearly 7 in 10 Gen Xers will likely purchase something from a brand they follow. What this means for you: Even though each generation may opt-in to a brand’s Facebook Page or Instagram profile before making a purchase, it doesn’t mean they’re seeking out the same social content.
    [Channel, Interactive] Mastering modern marketing technology leadership over 2 intense days
    They’ll describe how they applied interactive analytics to turn Pandora’s data into opportunities — a transparent and flexible approach to exploring and visualizing data, allowing marketers to get answers in real time and quickly take action on them. As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands’ ability to harness customer insights and orchestrate marketing programs.
    [Channel, Interactive] Should Customer Data Platforms Be "Marketer-Controlled"?
    And when you start looking at which departments are making these purchases, marketing is by far the leader. A CEH allows personalized, contextual customer engagement, whether through a human, artificial agent, or sensors, across all interaction channels.
  • HUBSPOT  |  MONDAY, MARCH 6, 2017
    [Channel, Interactive] YouTube Ads for Beginners: How to Launch & Optimize a YouTube Video Advertising Campaign
    Advertisers only pay for TrueView ads when viewers watch or interact with their ad (for example, by clicking on a call-to-action), and videos can be easily customized to share a variety of content. You can also make them play anywhere in the Google Display Network (GDN) -- or sites that purchased Google video ad space. YouTube Search: Your video ad will appear in results for searches and will appear on the YouTube home page, channel pages, and video pages.
    [Channel, Interactive] Interactive Storytelling: How to Make Your Content Strategy Soar in 2017 (with Examples and Stats)
    It’s called interactive storytelling. What is Interactive Storytelling? Storytelling in businesses can be used to tell a story about a brand, and what it stands for, like the TOMS shoes brand does: Stories in business can be used in product descriptions to increase conversions: So exactly what is interactive storytelling? Interactive storytelling” is simply storytelling enhanced by digital tools. Examples of Interactive Storytelling. Distribution channels.
    [Channel, Interactive] Top Webinars You Should Watch For Marketing Success in 2017
    But, building a marketing plan that effectively bridges the gap between customer interactions and digital touch points can be a challenge. Webinar – Facebook B2B Advertising: How to Reach Your Target Audience on the #1 Social Channel. Facebook has become the top social channel to reach decision makers. According to a 2016 report, 1 in 4 decision makers prefer Facebook when seeking information on a purchasing decision…ranking it ahead of LinkedIn and Twitter.
    [Channel, Interactive] Account-Based Marketing and SEO: 4 Reasons They’re Perfect for Each Other
    If the results are mostly product pages, users are probably looking to purchase a solution. SEO is Always an Optimal Channel. Once you’ve determined your target accounts and have personalized content to engage them, it’s time to determine the optimal channels for your campaigns. Every organization will prefer different channels, but organic search should always be a priority: 71% of B2B decision-makers begin their journey with a general web search.
    [Channel, Interactive] Make the Shift from Automation to Engagement Marketing
    Simply dabbling in multi-channel marketing is no longer an option. In fact, many decisions for both B2B and B2C products are made long before interacting with a human being. While automation is a core component of engagement at scale, the main difference between traditional automation and true engagement is the ability to centrally deliver content and messaging across multiple channels in a highly coordinated and interactive fashion.
    [Channel, Interactive] Where Retailers Fall Down: Mobile Marketing and Newsletters
    Purchases remain only a few taps away, while stories remain the focus of interest for their readers. As a first step, couldn’t the editorial first articles of NOWNESS or the hidden purchases of Gucci just as easily make up your monthly newsletters? Phones allow people to “research” brands more so than interact with them. Digital marketing for retail brands is about as close to the Wild West as it gets.
    [Channel, Interactive] A Complete Guide To The Buyer Journey
    Definition : The buyer journey is defined as the thinking and actions taken by customers as they discover a problem/need and take the steps to solve their problem through a purchase. It’s also time for closer interaction and relationship building. Using advanced marketing attribution marketers can optimize and improve performance across every channel and campaign. The buyer journey is often described in terms of content needs or customer needs.
    [Channel, Interactive] To Successfully Personalize Marketing Communications Across Mobile Devices, Brands Need To Do This
    The proliferation of mobile devices that consumers use on a daily basis creates an enormous challenge for marketers trying to orchestrate a seamless cross-channel customer experience. Connect Identities Across Disparate Marketing Channels. This is done by seamlessly pulling together the many IDs across marketing channels and devices that comprise of a given person, enabling marketers to tie their interactions to an actionable customer profile.
    [Channel, Interactive] Data is the Biggest Roadblock to Cross Channel Marketing Success
    Of course data is the biggest roadblock to cross channel marketing success. In a report issued last year by Econsultancy, when asked to describe their organization's ability to manage data across multiple channels, 51% of respondents said they operate under the dreaded silo landscape. If that weren't bad enough, look at the other end of the spectrum where a measly 5% say they have a single platform that can manage data cross multiple channels. Cross Channel Marketin
    [Channel, Interactive] Zaius Offers Mid-Market Customer Data Platform Plus Analytics and Campaigns
    I probably wasn’t helped by Zaius’ Web site, which calls it a “B2C CRM” and then lists single customer view, real-time marketing automation, and cross-channel attribution as its main features. Zaius assigns events to sessions after they are linked to unified identities, so one session can include interactions across several channels. Analytics include dashboards, attribution reports, and funnel analyses that track customers through a purchase process.
  • INFER  |  TUESDAY, FEBRUARY 14, 2017
    [Channel, Interactive] In the next 5 years, we are going to see a reimagining of automation through AI: An Interview with Sean Zinsmeister
    For example, last year we launched the Stack & Flow Podcast as Infer’s own media channel to promote the good work of our customers, partners and friends in the industry. We’re very encouraged by the early results and excited to grow this channel further – especially as topics such as AI and automation continue to gain mainstream traction. Also Read: 3 ways to boost channel intelligence.
    [Channel, Interactive] Evaluating ABM, Omni-Channel Marketing, Social Media [VIDEO]
    In this week’s Marketers Teaching Marketers video interview, Act-On’s senior digital manager gives us tips on account-based marketing (ABM), social media, and omni-channel marketing. I’m responsible for anything and everything that our customers, prospects and audience interact with digitally. What’s the value of omni-channel marketing for B2B companies? It often implicates an omni-channel approach.
    [Channel, Interactive] You Can’t Provide an Experience to a Customer You Don’t Know
    First, companies realize (or, sadly, are in the process of realizing) that digital consumers expect a seamless experience across all channels and touch-points. If you want to find out as much as you can about your customers, and be able to provide them with a seamless, engaging experience however they choose to interact with you, you need some kind of enabling technology. Engagement today means “engage through any channel.”
    [Channel, Interactive] The 29 Best Social Media Monitoring Tools
    71% say they are likely to purchase an item based on social media referrals; in fact, consumers report that social media plays almost as big a role in purchasing decisions as does television. A multi-channel marketing platform primarily for B2C marketers. Track any keyword, phrase, hashtag, URL, or combination of these search terms and find the relevant posts across top channels including Twitter, Google+, Instagram and Facebook.
    [Channel, Interactive] Hit Your Channel Sales Goals with ROI Selling
    As a result, many companies are looking to channel partners as a more efficient revenue source. A survey reveals that the majority of B2B firms are now generating 60% of their revenue through indirect channels (The 2112 Group). If you are in tech, Accenture reports an even more significant 70% of revenue now comes from the typical channel program, with this expected to grow to 80% or more over the next 12 months.
    [Channel, Interactive] How to Drive Considered Purchases in Consumer Marketing
    In this information age where self-education and research define most of the criteria used to make a final purchase, ensuring that your brand’s differentiated value reaches your audience at the optimal time is critical. While it’s certainly vital for your brand to be found, are you able to consistently build enough brand equity to deliver through to the final purchase and beyond ? Centrally-Captured Interactions. ROI Measurement Across Channels and Programs.
    [Channel, Interactive] Why Relevance Outsmarts Personalization in B2B Marketing
    In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. While this is a universal marketing truth, the context of those interactions is completely different. In B2B marketing, the concept of personalization goes beyond customized email fields or purchase suggestions until much later in the sales cycle. For most, the answer is simple: Begin with the web channel.”.
    [Channel, Interactive] Why Relevance Outsmarts Personalization in B2B Marketing
    In a B2C context like e-commerce, it can dramatically improve shopping experiences by suggesting items based on a user’s purchase history. While this is a universal marketing truth, the context of those interactions is completely different. In B2B marketing, the concept of personalization goes beyond customized email fields or purchase suggestions until much later in the sales cycle. For most, the answer is simple: Begin with the web channel.”.
    [Channel, Interactive] Quaero AdVantage CDP Bridges Identified and Anonymous Data
    One of those lineages goes back to marketing databases from simpler days, when postal mail and email were the main channels. It was purchased in 2008 by CSG International , a telecom customer communications specialist, and repurchased by the original management in 2014. AdVantage provides its own interactive reports and segmentation interface. It’s a common pattern: several vendors proudly roll out new products they developed in secret, only to find they’re all very similar.
    [Channel, Interactive] 3 Account-Based Marketing Mistakes You Can’t Afford to Make
    Product fit: Accounts that have business needs that clearly match your solutions, which increases the likelihood they will purchase. You’ll want to leverage the critera above to determine which accounts you should purchase from your chosen vendor. Once you have selected the right accounts, coordinate your channels and work cross-functionally to deliver a seamless customer experience.
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